Three weeks into his role as the PGA TOUR’s first CEO, Brian Rolapp shared a vision for a new competition model that balances honoring golf’s traditions with adapting for the future. To accomplish this, he just introduced a nine-member “Future Competition Committee” led by the incomparable Tiger Woods.
Rolapp says the committee will further develop a world-leading professional golf competition model that serves fans, players, and partners by taking a broad, fresh look at the TOUR’s regular season, postseason, and off-season.
Woods will lead five players – Patrick Cantlay, Adam Scott, Camilo Villegas, Maverick McNealy, and Keith Mitchell – and three others from the business, including Joe Gorder, chairman of PGA TOUR Enterprises, John Henry of Fenway Sports Group, and his top advisor, Theo Epstein. Henry is at the helm of the Strategic Sports Group, which has invested $1.5 billion in the business.
While offering no specifics, Rolapp says he has many ideas on how to utilize that money and admitted that the involvement of SSG 18 months ago greatly contributed to his decision to leave a senior leadership position with the NFL for a career in professional golf.
“Not only does it provide, I think, necessary capital as we work through this competitive model and improved commercial model, I also think it also brings learnings from other sports, which I think is beneficial, in expertise, perspectives that I think will be helpful to grow the PGA TOUR,” Rolapp added.
The perspectives of Epstein, who has achieved success in Major League Baseball, and Rolapp, who has overseen the media and commercial components of the NFL for two-plus decades, are seen as a big win for the sport.
“I think outside perspective is always a very good thing, as long as it’s applied in the right way. I think SSG has brought that and has been helpful.”
As you might expect, Rolapp says he has already started a conversation with the TOUR’s media partners who he knows are an important component to the sport.
“We’re fortunate to have good ones who are vested in the sport, who care about it. But like any sport, PGA TOUR is no different, the vast majority of people who experience it do through media, through television and increasingly streaming,” Rolapp added.
Jay Monahan
In replacing a role previously held by Jay Monahan, Rolapp dismissed the notion that the PGA TOUR was abandoning the commissioner form of governance, which originated in Major League Baseball after the 1919 Chicago White Sox scandal and has been a traditional title atop other sports organizations since.
“I honestly wouldn’t overly focus on titles,” Rolapp said. “Other sports have evolved from trade associations to full-scale commercial businesses. PGA TOUR is no different. I think what’s more important is they’re all vested with chief executives, whatever you call them, and that seems to work, and I think that’s what the PGA TOUR is adopting here.
Bright, direct, charismatic, approachable, and willing to admit he does not know everything about golf, Rolapp has a lot of people around them to help move the sport forward. In seeing him at the podium, Rolapp reminded me of one of my former bosses, ESPN President George Bodenheimer, who was widely successful in growing that business model
“Time will demonstrate that he is exactly the right leader for the PGA TOUR at this moment in time and this moment in its evolution, and that’s why he already enjoys such broad support from our players, partners, and team members that have had the opportunity to spend time with him,” said Monahan in introducing his successor to the working media at the TOUR Championship.
Asked if he will be tuned into the Super Bowl pregame show or the final round of the WM Phoenix Open, Rolapp made his preference very clear.
“I’m going WM. I’ve seen enough Super Bowl pregame shows in my life. I know what they all say. It’s okay.”
